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'Spy' TV Cameras Rejected By Two Fifths of Consumers, Says Strategy Analytics
Boston, MA - July 8th 2013 - Many consumers would oppose the introduction of cameras and sensors which allow TVs to identify who is watching, according to the latest results from Strategy Analytics' ConsumerMetrix research service. The report, "TV Watching You: Attitudes and Concerns", found that 43 percent of people would either never allow a camera or sensing device to be connected to their TV, or would probably never be convinced that such technologies could be beneficial. Only 14 percent of respondents said they would not mind at all if their TV viewing behavior was observed and data collected, and a further 20 percent said they had some reservations but would not object if the TV service improved significantly.
The inclusion of cameras and sensors in TVs and related products are becoming more common. Examples include Microsoft's Xbox Kinect, and it is also rumored that Intel's new television service will include similar technology. While these sensors today can be used to detect motion and identify individuals, in the future they could be used to track viewing behavior.
The study also found that negative sentiments towards cameras are strongest with older, female and lower income demographics, and the country with the strongest resistance is Germany. In addition, those who are more favorable towards TV cameras and sensors tend to use the TV less than those who are heavy TV viewers.
"Technology is advancing rapidly to the stage where highly detailed information on television viewing behavior could be collected by TVs," says David Mercer, Principal Analyst. "Our research suggests that technology vendors and TV service providers will have to approach this new business opportunity with caution if they are to prevent viewers reaching for the Off button."
Editor's Note: Strategy Analytics conducted an online survey fielded in June 2013. The sample n=2062 in the US and n=4118 in Europe ages 15-74. Strategy Analytics weighted the data by country, age, gender and internet use to represent the US and European populations of internet users, respectively.
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